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Silvio Acevedo

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Using social networks in adequate ways can be very useful for many things. But sometimes this fact can mislead people to believe that becoming popular on Facebook will solve more problems that it actually does. For example, likes can´t fund social projects. That is this Unicef Sweeden´s campaign´s simple message. It consists on a press ad which reads "Like us on Facebook and we will vaccinate 0 children against polio", and a video that shows a poor boy explaining he is afraid to get a disease and die because if he does no one will take care of his little brother, but that he thinks everything should be fine because Unicef Sweeden has 177,000 likes on Facebook.

Missing children has a very specific need to constantly show pictures of the kids who are to be found. The classical milk carton is not the only way this organization has used to do this. A short time ago we posted about the White Flag Application from Missing Children Argentina, and this time is Missing Children Canada´s turn. The have come up with another "new" resource: personalized mails stamps.

Canada Post has an online service that enables people to create their own stamps online, for little more than using a regular stamp. What Missing Children Canada does is to ask people to use this possibility to publish an lost child´s face in the stamp instead of using a personal image. They implement an online footer for emails too, with the same purpose.

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The objective of this campaign is to communicate children and adolescents that there is a phone number they can use to ask for help in case an adult is abusing them.

Targetting to the specific audience you need to reach is very important in any advertising campaign, whether it is a commercial one, or aimed to social good. In this case, it is particularly important, not only being able to adress to a specific target, but there is also great interest in doing this only with that target, excluding the adult that may be with him at the time he or her is watching the ad, and could actually be his or her aggressor.

The campaign sorts the problem out in a very creative manner. It consists on a banner that contains the information about the telephone line that,because of the angle in which the eye needs to be to be able to see it, can only be seen from the point of view of a child.

That’s the logo of the new movement created by Ogilvy for Operation Smile India, a charity that provides free cleft treatment, to help raise awareness about cleft. Yes, that’s a logo, which is so simple that it can be perfectly created by you and me just by using the keypad on the mobile phone or the keyboard on the computer.

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That’s the logo that can transform the cleft into a smile.

Tweet to help children with cleft.

And they’re not asking you for anything, except for you to recreate the logo and tweet it out with the #CleftToSmile. Hopefully, your tweet will be one of 1,000,000 tweets sent out by 30 April that will flood our twitter timelines and raise awareness about this ailment.

Awareness is required. Very, very required. If you watch the TVC, you realise how little we know about cleft.

• One in ten children with cleft will die before their first birthday• Cleft can be corrected at a cost of $400• Over $50 billion globally goes to various diseases and causes each year, but cleft gets no funding

A white flag in a beach, is a sign -at least in Argentina- that indicates there´s a lost kid. That´s why Missing Children Argentina gave that name ("Bandera Blanca" in spanish) to this Facebook application, that publishes the seaches of children carried out by the organization in the wall of the Facebook account of every person that activates it. In this simple way, every search for a child reaches a lot more people, making it faster and more probable to find him or her.

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A campaign for the Association for the Right to Die with Dignity (Asociación Federal Derecho a Morir Dignamente), from Spain. The video shows a group of people receiving again and again the new that their ill loved one is not going to overcome his disease. The ad´s slogan is: "The worst end is the one that never ends".

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After a brutal dog slaughter occurred in San Joaquin, Chile, carried out by municipality workers, the action taken was to upload a video to Youtube showing images of this actions and inviting people to download QR Code collars to put them on the stray dogs of San Joaquin. Which when scanned, denounced the events.

Thus, transforming the same dogs in a mean of protest.Thanks to the noise generated in the media, an investigation and a criminal complaint were achieved against the mayor of San Joaquin Sergio Echeverria, led by ProAnimal Chile, thanks to data received by the citizens and journalists.

Results:

A criminal complaint against the Mayor of San Joaquin, Sergio Echeverria. 25,000 Necklaces downloaded.

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This ads are part of the New Zeland's Transport Agency's road safety's campaign, specifically referred to problems caused by drivers fatigue. Created by Clemenger-BBDO, the actions were created to be screened at service stations. More actions from the NTZA's campaign's can be found in their web page.

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This year was declared by the United Nations as the International Year of Water Cooperation. The initiative's goal is to raise awarness about the different issues related to water, and to promote colaboration in order to meet this challenges. This campaign, created by Nice and Serious, refers specifically to ways to reduce water usage. The website features different situations of everyday life in which we usually waste more water than we should, through an animated character that moves as the web site viewer scrolls down. In the end, a video about saving water is shown.

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ADVERTISERS WITHOUT BORDERS, the network committed to the promotion of global social causes, has just launched the campaign THE CHILDREN NOTWORK to raise social awareness about child labor.

To know about the campaign, please watch the following video:

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As child labor is a worldwide reality, the media chosen to reflect this situation was LinkedIn, one of the largest professional networks on the Internet. This idea, created by Coupé Buenos Aires agency and IURL digital agency, was born when it was detected that LinkedIn does not have a user age limit for creating a profile or generating the job search. Namely, any child can register as a candidate/independent worker without being stopped. The campaign is not intended to damage LinkedIn´s image. This site was simply chosen for being one of the world’s most important professional networks.

Several made-up profiles were open in order to activate this campaign. More than 50 children and 10 companies working with minors in different places of the world were placed on the site. Immediately, all children were connected to hundreds of thousand users through a professional request sent from the site. The people contacted received the request that, symbolically speaking, invited them to accept the reality of child labor or to continue ignoring it.

Professionals, executives, entrepreneurs and opinion liders from around the world have been contacted. The initiative has soon become a topic conversation on social networking sites. Thousands of people have shared the campaign in their walls, on Twitter and on blogs of different languages. International organizations and bodies have joined as well and the world media disseminated the news. The campaign has reached a large viralization with a low budget, generating great awareness results.

We need to start noticing that child labor affects millions of children around the world who do not have access to basic childhood rights. In the same way, it’s still expected that LinkedIn changes its application form making it suitable only for adults. It is intended that this change will apply to social reality as well, aiming to stop child labor going unnoticed.

CHILD LABOR

The International Labor Organization most recent estimate shows that there are 215 million children victims of child labor and that over half of them are involved in its worst different ways, physical, psychological or moral abuse that will cause severe damages for the rest of their lives.

All the children have the right to be protected against exploitation, which hinders their own rights and general development. By entering the labor market prematurely, they are deprived from the access to education, not only for them but also for their families and communities. Education is extremely necessary to rise from the poverty cycle they are immersed in.

Today, there are thousands of companies that make use of child labor as valid currency directly as workforce in their own operations, or indirectly through their suppliers. Acknowledging this situation, each company can co-operate eradicating child labor by controlling their own workforce and suppliers. A childhood free from exploitation is our responsibility.

The children who work: - Would be the fifth largest population in the world - Are much more than the total of LinkedIn users - Are the double of people who watch the Super Bowl. - Are more than the inhabitants of Brazil. - Are more people than Germany, England and France together.

ADVERTISERS WITHOUT BORDERS is an International Network of Communication Professionals who donate part of their time to generate the best they can do: Creative high-impact campaigns to bring awareness messages to the largest number of people possible. Poverty, health, childhood, voluntary work, peace culture, values, environmental care and child labor are some of the causes this network deals with. The call to action is activated through natural disasters, human tragedies, alarming events or social matters that need to be set and updated in the social public agenda. There is always an open invitation to join this network as an independent professional or an agency, visiting www.awbnetwork.org. We need you in. We need you now.